Understand Your Buyer > How To Get Attention > The New Year Effect

What is it?

The New Year Effect is all about the fact that around the new year, we’re more likely to be motivated and optimistic to try new things and to change our lives and businesses for the better.

Why does it work?

It works because you can tap into this feeling of a fresh start and echo it in your messaging. By theming your communications and your offering around improvement, new beginnings and the fact that “it’s time to do xyz…” you can resonate with your potential buyers who are deciding that THIS year will be different.

How can you use it?

Depending on your offering, you could have a new year themed sale to encourage buyers to kick off the new year with finally making that change. You could promote the transformational change your offer makes and call your potential buyer to act as new year is the best time to make a fresh start or finally get round to doing that thing they’ve been putting off.

Example:

A productivity coach runs a January campaign:

“New Year. New Habits. New Results.”

The offer? A limited-time “Fresh Start Package” with a bonus 1:1 strategy session if booked before January 15th.

The messaging focuses on:

Leaving bad habits in the past
Creating momentum early in the year
Making 2025 the year things finally change for good

Why it works:
It taps into the buyer’s mindset when motivation and openness to change are highest. By tying the offering directly to the season of intention, it becomes more relevant, urgent, and desirable.

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